In this episode of The Jewish futurism Lab, host Mike Wirth sits down with writer and creative director Eitan Chitayat, creator of the viral I’m That Jew project, to talk about his new campaign “Zionism Is”, created with former Knesset member and leading Zionism thinker Dr. Einat Wilf. Together, they explore how Jewish creatives can reclaim the word Zionism from antisemitic misuse and social‑media distortion, and re‑anchor it in Jewish history, peoplehood, and indigenous return to the land of Israel.
The conversation traces Eitan’s journey from global brand builder for companies like Google and Apple to full‑time Jewish advocate after October 7, and unpacks how “Zionism Is” uses typography, short texts, and design thinking to create a simple, human vocabulary for Zionism as home, culture, heritage, confidence, strength, feminism, equality, and survival. Mike and Eitan discuss the narrative war over Israel and the Jewish people, the difference between political Zionism and “lowercase zionism,” and why giving ordinary Jews better language may be as important as any policy debate.
If you care about Jewish identity, Israel, antisemitism, decolonization, indigenous sovereignty, and how design and storytelling shape the future of the Jewish people, this episode offers a provocative, future‑facing look at where the Zionism conversation might go next.